9 Story Media's 'Do Not Watch This Show' debuts on Amazon Kids+ after a successful run in Australia, showing the franchise potential of children’s publishing IP.
This week in the toy and collectibles industry, the spotlight shines on the potential breakout success of the new animated series, Do Not Watch This Show, from 9 Story Media Group. The show, which has already made waves in Australia, debuts on Amazon Kids+ in North America with its first 12-episode season launching on September 3. This move highlights the growing trend of children’s publishing IPs expanding their reach into larger entertainment franchises, a path previously trodden by successful brands like The Gruffalo and The Very Hungry Caterpillar. The show, based on Andy Lee’s popular book series Do Not Open This Book, has already proven its potential with record-breaking viewership in Australia, a promising indicator for its success in the North American market (Global Toy News).
Corporate social responsibility continues to weave itself into industry strategies, as evidenced by P.F. Chang’s collaboration with the Starlight Children’s Foundation. Through their “Spirit of the Zodiac” initiative, P.F. Chang’s is launching a limited-edition plush toy, Bao, to support over 800 children’s hospitals. This partnership demonstrates the strategic use of plush toys for cause marketing and highlights potential new roles for toys beyond play, serving both as collectible items and symbols of corporate goodwill. The campaign also aims to fundraise $500,000, illustrating an increasing trend of merging commercial ventures with philanthropic goals (Global Toy News).
In the realm of character-based merchandise, Disguise is marking the 35th anniversary of Sonic the Hedgehog with an expanded costume lineup ahead of Halloween. This celebration of an iconic character underscores the enduring appeal of legacy brands in the collectibles and costumes sector, as well as their potential for significant seasonal revenue spikes (The Toy Book).
Moreover, Mickey Mouse takes center stage once again with FunMax’s “Shorts” collection of premium vinyl figures. Following a strategic preview at San Diego Comic-Con, this new line taps into the nostalgia-driven demand for high-end vinyl collectibles. With Mickey’s global recognition and appeal, this line exemplifies how established characters can continually be reinterpreted for new audiences and collectors (The Toy Book).
Finally, WildBrain is poised to reintroduce a beloved classic with its updated Strawberry Shortcake series set to launch on YouTube. This CG-animated reboot, Strawberry Shortcake’s Bake Shop, aims at continuing the legacy of the brand while appealing to a new generation of fans through digital platforms, reflecting the strategic modernization of vintage brands to maintain cultural relevance (The Toy Book).
This collection of stories showcases the diverse strategies employed by companies to sustain and leverage toy brands in an evolving market landscape, bridging historic appeal with modern trends.
